It has been barely over a month since Viacom18 launched its OTT platform- Voot. With its growing popularity and ambitious plans, Voot is ready with its nationwide marketing campaign helmed by Mullen Lintas.
Focussed on the top six markets of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Ahmedabad, the campaign will start with digital and television, followed by outdoor, radio and print.
Three TVCs have been shot with different protagonists: a woman, a kid and a young boy; underlining Voot’s stated policy that its content runs across multiple genres and caters to multiple people within the family itself. The newly launched TVCs also highlight the popularity and demand for Voot and how it leaves its audiences wanting for more.
Commenting on the theme of the brand campaign, Gaurav Gandhi, COO, Viacom18 Digital Ventures, said, “The insights of the TVCs are pretty straightforward. Vooting makes you happy, being away from Voot makes you restless and ‘wanting wanting’ for more. All our efforts have been to create the Voot experience (both in terms of content and product offering) that will keep our viewers coming back for more, anytime and anywhere.”
Ayyappan Raj, Executive Vice President, Mullen Lintas spoke about the brief handed over to them and said, “The premise we worked on was that the quality of content is so good on Voot that you can’t stay away from it. The challenge was to bring out the personality of Voot and ‘Wanting Wanting’ caps the idea of the desire to be with this brand of entertainment.”
The campaign has been launched with the objective of making Voot a preferred destination for quality entertainment content consumption through over the top services. So far, according to Gandhi, the OTT service has been sampled by three million viewers through web and app with over 35-40 minutes viewing time per viewer on a daily basis.
The launch will start with digital, moving on to their television network Colors followed by other networks, across genres. Massive digital push includes takeover of home pages of TOI, MSN, Rediff, Dailyhunt and YouTube masthead. Print, outdoor and radio will come next. “We have a 12 month campaign planned on this. TVCs are for launch and there will be TG specific content every month. Campaigns will run across television and digital throughout the year,” adds Gandhi.
With this marketing blitz, Voot will also launch its original series under Voot Originals, ‘Sinskari’ a ‘sinful’ chat show and ‘Chinese Bhassad,’ a web-series.
You can watch the video’s here: